Homestead May See Its Business Vrooom

Engines will roar at the Jiffy Lube Miami 300 but will merchants hear the soft click of credit card imprinters racking up sales?

No one knows for sure, but South Dade business owners are optimistic.

"They're extremely pumped up," said Kim Sovia, president of the Homestead's 740-member chamber of commerce. "We've got racing flags all over the place."

Race organizers are expecting 50,000 to 65,000 people to attend the three-day event, which begins with trials Friday. Race officials announced last week that tickets for this NASCAR Busch Grand National Series season finale sold out.

If half of those folks stay two nights in a hotel and spend $200 a day, race fans will dump about $12 million into the Homestead area economy this weekend.

And that doesn't count whatever value comes from several hours of network television exposure, and stories in newspapers and magazines around the country. "The economic impact will be tremendous for this community," Sovia said.

The biggest share of tourist dollars are headed for various hotels and motels.

"We've been sold out for eight months," said David Fowler, front desk manager at the Days Inn Homestead. Fowler said most of his 160 rooms are being rented by race fans and the rest by some of the 60 to 70 teams in town for the race.

Last year, Fowler estimated the Days Inn was about two-thirds full. "It's much better this year," he said.

Miami area hotels, such as the Doral, the sponsor's official hotel, and the Airport Hilton, which will hold the race banquet, are also deriving some benefit.

The economic impact doesn't end there. Keysgate, a 1,200-acre planned development near the racetrack, has been visited by some of the race teams that are interested in investment property, Keysgate general manager Andy Fremento said.

Although he isn't doing any special promotion at the race, Fremento said he is putting out extra signs and banners on his land, which is adjacent to the track.

"You're going to drive smack dab through it to get to the race," he said.

Race fans also may pass by the Florida Keys Factory Shops, an outlet mall at the end of Florida's Turnpike in Florida City.

Mall manager Rob Belue said various shops are participating in a discount brochure, 100,000 copies of which will be distributed to people coming to the race.

"It will bring some folks with some disposable income," Belue said.

Two direct beneficiaries of the race are National Concessions Inc. and AmeriCrown Service Corp.

If you buy a hot dog or a soft drink at the race, you'll be doing business with National Concessions. Race sponsors get their goodies provided by AmeriCrown Service.

About 150 people will work the catering tents, about 90 percent hired locally, Taylor said. Payroll and purchasing could put $50,000 to $150,000 into South Dade's economy, he estimated.

Homestead can use the money. It has recovered from Hurricane Andrew three years ago, but the spending once generated by Homestead Air Force base - now Homestead Air Reserve Base - is much reduced.

Farm income, another important leg of the economy, has been diminished by floods, foreign competition, efforts to restore the Everglades and creeping urbanization.

Consequently, tourism has assumed an even more important role in generating dollars.

Whether the economic boost from the races will offset the $31 million in county money used to help build the $56 million track is a question only time can answer.

Race promoter Ralph Sanchez hopes to hold four races a year at the track, including the popular Miami Grand Prix in March. Some hotel owners said they are already sold out.

"I've been booked for the March race as long as for the November race," Best Western Homestead sales manager Sharon Singletary said.